“Sleep Tourism” Is 2023’s Newest Travel Trend — Here’s How To Experience It

published Mar 12, 2023
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There’s nothing like snuggling into a plush hotel bed after a long day of traveling and exploring new places. But according to a new trend — dubbed “sleep tourism” — getting your eight hours could become much more than a byproduct of travel.

Take hotels, for example. More and more hotel brands are introducing special rooms and AI features to optimize shut-eye. Bryte mattresses, which use AI technology to adjust room temperature and body support to support deep sleep, are becoming a staple in lavish hotels across the United States.

Others are introducing rooms or entire hotels that prioritize a good night’s sleep. The Park Hyatt New York even has a special “sleep suite,” featuring Bryte’s Restorative Bed, a collection of sleep-related books, a Vitruvi Essential Diffuser and “Sleep” Essential Oil blend, and sleeping masks.

Meanwhile, Rosewood Hotels & Resorts recently launched a global collection of retreats called the Alchemy of Sleep, which are designed to “promote rest,” from healing sound bath therapy in the Caribbean island of St. Barth to “yogic sleep” in the British Virgin Islands.

Across the pond, the Swedish mattress retailer Hästens has taken things a step further, opening the Hästens Sleep Spa Hotel in the city of Coimbra, Portugal. Described as the first and only “sleep spa” in the world, every detail of the 15-room hotel is dedicated to preserving maximum rest and relaxation,  from acoustic insulation to all-natural bedding materials filled with Swedish pine, wool, hypoallergenic horsehair, and more.

Or if you want to get even more personalized sleep recommendations, consider checking into the Belmond Cadogan Hotel in London’s Chelsea, which offers a “Sleep Concierge” service in partnership with local sleep expert and “Harley Street Hypnotherapist” Malminder Gill. Guests can access a sleep-inducing meditation from Gill in their rooms, along with a specialized luxury pillow menu, the option of a weighted blanket, a scented pillow mist, and a bedtime tea exclusively developed for the Sleep Concierge.

Nearby, tourists can find Zedwell, London’s first sleep-centric hotel. First opened in early 2020, Zedwell offers soundproof rooms designed to offer guests “the most relaxing oasis in the heart of London.”

So no matter where you’re headed, we might be headed toward a future travel industry where being well-rested sets the bar for your next great trip.